Released on: October 17, 2007, 5:35 am

Press Release Author: AppTrigger

Industry: Telecommunications

Press Release Summary: AppTrigger and INSIGHT Research provide projections for
Application Session Controller (ASC) market

Press Release Body: AppTrigger, the telecom application connectivity specialist, is
today launching the telecom industry's first purpose-built Application Session
Controller (ASC) to the UK and pan-European market. ASC technology overcomes the
cumbersome traditional arrangement of connecting applications via media
gateways/signalling gateways/softswitches. The ASC instead sits between the
application and the network control layer and is a purpose-built network element
that delivers the right combination of call/session control, signaling, switching
and media capabilities supporting multiple applications for both new and legacy
networks.

AppTrigger's IgniteT Application Session Controller provides a cost effective
future-proof solution for large scale, complex traditional application deployments
thus eliminating the need to re-write and re-connect applications as networks
converge and evolve. The ASC decreases application deployment costs, increases ARPU
and preserves application investment along the path to NGN/IMS. ASC technology
offers service providers a 40 per cent cost reduction over traditional application
connectivity for their mixed networking environments. The solution enables service
providers to unlock the revenue generating power of high-growth IP service apps such
as location-based services (LBS) and Presence-based services. The INSIGHT Research
Corporation is simultaneously publishing a report today, projecting that the market
for these high-growth applications will be worth $66 billion by 2010. The report
notes that an ASC is a key element to this migration strategy for service providers.

Typically, redeploying existing revenue producing applications in a mixed networking
environment can take upwards of 12 to 18 months for a single application deployment.
Service providers are shouldering deployment costs of between $10 to $15 million for
each application that is connected to their voice and data networks because
traditional connectivity lacks cohesion between the application and network/control
layer. Utilising the ASC to provide a path to migration is proving 65 per cent more
cost effective over duplicating the same application as is the situation today.

"The industry at large has been focused on the many benefits of IMS." said Mick
Reeve, the former Group Technology Officer of British Telecom and industry
consultant. "However, little attention has been given to the transition to IMS,
especially the transition of existing applications. The Application Session
Controller enables service providers to smoothly migrate legacy applications they
wish to keep to an IMS infrastructure, reducing cost and churn by continuing with
familiar applications and eliminating the learning curve of replacements, whilst
still getting to the enabling infrastructure for new apps."

The six high-growth IP Service areas that can be unlocked in terms of
revenue-potential by ASCs, according to INSIGHT, are:

Location based services (LBS)
Presence-based services (personalising communications)
Residential video telephony (enabling video calling in the home)
File exchange (for multimedia music, video and content files)
Streaming services (for IPTV and other live transmission of AV files)
Fixed-mobile convergence (enabling a 'home hub' communication device so consumers
can utilise a single communications device)

The following cost benefit scenarios are available to service providers, through
ASCs, which:

Save 40 per cent on initial deployment when compared to common general purpose
deployment models

Reduce operational costs by allowing the efficient management of one network element
in place of three or four independent general purpose elements

Can be turned up for an average of 24 per cent of the cost of buying a new
application for IMS

Reduce dependency, time, and costs needed by the application vendor to re-write or
re-connect as networks converge and evolve

Enable service providers to get more out of existing networks through blended services

Enable feature transparency across diverse networks and different access types,
giving a consistent user experience across differing devices and for subscribers
across different operators

"In a classic chicken and egg scenario, service providers need to migrate and
connect their revenue-generating applications into next-gen networks such as IMS to
drive up ARPU but the connectivity options have been expensive and clunky. ASCs help
preserve investment while reducing the dependency, time and costs associated with
the re-writing and re-connecting of applications as networks evolve," said Paul
Cronin, vice president EMEA business development at AppTrigger. "As the INSIGHT
report demonstrates, ASCs are one of the technologies that can unlock this massive
new market and new revenue opportunity."

About AppTrigger, Inc.

AppTrigger is dynamically changing the telecom application delivery marketplace by
empowering its customers to insulate their revenue-producing applications from the
challenges of the ever evolving fixed-line, mobile, and IP networks. AppTrigger's
Ignite Application Session Controller provides a purpose built unique combination of
media, signalling, call control, and a family of APIs for multi-network, converged
application deployments. In an environment of ongoing network evolution, AppTrigger
delivers time to market advantages, reduces application deployment costs, and
provides feature transparency across disparate networks. For more information,
please visit www.apptrigger.com.





Web Site: http://www.apptrigger.com

Contact Details: Lucy Wimmer
lwimmer@lighthousepr.com